Communication Sciences (Academic Year 2022/2023) - Digital Corporate Communication

No specific knowledge is required.

The student will be able to know and use correctly in a professional context the qualitative and quantitative methods of social research aimed at studying and interpreting complex phenomena in the business, information, political and advertising fields.

In the first part of the course the theoretical and epistemological assumptions on which the qualitative paradigm is based are examined in depth, in order to critically analyze the methodological debate on the potential and limits of the different research techniques. The second part of the course focuses on theoretical and empirical knowledge related to the questionnaire data collection method, also in the oral administration mode (as interview), skills necessary for the use of the method in social research in general, and in the main sectors of application intervention. The topics examined will be illustrated by concrete examples of research conducted in various fields of theoretical and applicative interest (national opinion surveys, marketing research, etc.) and in various ways (telephone and face-to-face interview, postal questionnaire, electronic questionnaire , etc.)

●       CARDANO M., Tecniche di ricerca qualitativa. Percorsi di ricerca nelle scienze sociali, Roma, Carocci, 2003.

●        ZAMMUNER V.L., Tecniche dell’intervista e del questionario, Bologna, Il Mulino, 1998.

LOSITO G., La ricerca sociale sui media, Roma, Carocci 2009